Other Unpublished Work | 2011

Medium and Message: The Role of the Media in Establishing Institutional Logics

by Mukti Khaire and Erika Richardson

Abstract

Research on industry institutional logics has provided insights into the factors that influence organizational behavior and actions. However, we still lack a detailed understanding of how industry logics emerge from societal-level values, get disseminated, and become available to organizations. Content analysis of 586 articles on fashion published in India's leading women's magazine reveals that the media play a large role in these processes by providing the venue for the translation of societal values into industry logics and disseminating these logics among fashion firms, and sheds light on the emergence of a competing logic that promoted entrepreneurship and organizational variation.

Keywords: Entrepreneurship; Values and Beliefs; Governing Rules, Regulations, and Reforms; Media; Organizations; Behavior; Societal Protocols; Fashion Industry; India;

Citation:

Khaire, Mukti, and Erika Richardson. "Medium and Message: The Role of the Media in Establishing Institutional Logics." 2011.